Emerging communication methods provide new opportunities for businesses and global practices
We all know that social media has changed the business landscape. The Internet of Things is the center of connectivity and customer engagement. Building relationships with clients (instantaneously) has become de riguer.
Almost everyone is paying attention to everything at the same time and responding immediately. Facebook, LinkedIn, Blogs, Podcasts, etc. are all part of the digital game and noise. Marketers are working harder to stand out, provide relevant information and get noticed. The ability to showcase brand value in various forms is a game changer for businesses and global practices. Emerging trends such as podcasting and creating original visual content are finding their way to marketing plans and budgets.
Social Media Examiner recently released their industry report and findings show that over 92 percent of marketers indicate that social media is important for their business. This contemporary way of communicating has completely reshaped how we interact with others and the business world. By 2020, there will be over five billion internet users, with over half of the population accessing the internet over handheld tablet devices and 80 billion connected devices worldwide.
Facebook is still the most important social networking tool and is an important B2C platform. B2C companies are also placing value on YouTube, Pinterest, Instagram and others. For B2B teams, blogging is making a strong comeback with LinkedIn and Twitter, often surpassing Facebook in this area. Both Google+ and Podcasts are gaining momentum as effective social media tools.
Blogging is a popular social media activity and is receiving attention from marketers across the board. Content and relevant information are taking center stage, along with expert advice, visuals and curated text geared to reach customers in a strategic and organic manner. Well-written blogs (intelligent discourse) are becoming highly regarded as information and research sources for viewers and followers. No longer an afterthought, companies are hiring professional writers to manage and implement activity and turn blogs into mini digital magazines.
In the B2B sphere, there is a fascination with Google+. Over 60 percent plan on using this particular platform in their digital plan, more so with Google’s premier leadership position in search engine optimization. Google’s ability to bring all its components and tools together (Google drive, maps, etc.) and its hold on market share for search, provides an even greater incentive to look into Google+ for any social marketing campaign.
Podcasts are gaining notoriety as businesses and marketers are increasing usage to around 20 percent in the coming year. Podcasts are on a strong trajectory propelled by multiple trends: global smartphones, launch of in-car systems to allow podcasts via car dashboards, 3rd party apps and others. Podcasting is a great tool for companies to share knowledge and information in an audio-visual way further engaging audiences.
All eyes are on innovative, well-crafted visuals designed to connect authentically with the customer.
Finally, focus on great, exciting visual content is the new firestorm. All eyes are on innovative, well-crafted visuals designed to connect authentically with the customer. Visual assets (original images, videos and infographics) are at the top of the list in the world of digital marketing.
Whether your marketing team is trying to embrace new mediums like podcasting or developing visual assets for conversation, the key is to choose the platforms that fit the business philosophy and product portfolio and provide quality content that engages the customer. The fine art of content development and clever execution are two important factors for a successful social media plan.
The key is to choose the platforms that fit the business philosophy and product portfolio and provide quality content that engages the customer.
Coming soon, the fine art of analyzing customer engagement (metrics, page views, turning eye balls to interactions and more!)
Gita Mirchandani is founder and creative director of her namesake public relations firm based in NY. For over 25 years, she has worked with international companies on brand campaigns in the USA, India, Europe, Latin America and The Middle East.